Abstract: Public relations is a policy and activity aimed at conveying information about individuals, companies, government agencies or other organizations, so as to improve the public's attitude towards them. As a newly established organization, The Beijing News faces great challenges and tasks on how to do a good job in public relations, attract the public, communicate with each other, and create favorable conditions and environment for the development of the organization. This paper puts aside the contents of the newspaper and simply analyzes the success or failure of its public relations work from the publishing process of the Beijing News.
Keywords: "Beijing News" mass communication
On June 165438+ 101day, 2003, the Beijing News, jointly funded by Guangming Daily Newspaper Group and Southern Newspaper Group, was founded in Beijing, which is another new force to enter the Beijing Metropolis Daily market. The Beijing News set a sales record of 530,000 copies on the first day of publication. Founded less than half a year ago, it has occupied a place in Beijing newspaper market with its strong strength. However, during the publication of The Beijing News, there were some omissions and mistakes in its public relations work. Let's analyze the success and failure of the Beijing News.
By the end of 2003, when The Beijing News was first published, there were many newspapers in the Beijing Metropolis Daily market, such as Jinghua Times, Beijing Evening News, Xinbao and Morning News, and the market was close to saturation. As a newcomer, Beijing News,
The slogan of Beijing News is "New Beijing, Beijing News", which emphasizes the word "new", but it coincides with the Olympic slogan "New Beijing, Great Olympics" and is suspected of plagiarism. The idea and purpose of running the Beijing News is to be responsible for reporting everything-emphasizing the word "responsible", and proposing to be responsible for reporting all current events in society, at the same time being responsible for reporting everything, infinitely approaching the truth and paying attention to honesty. As far as the concept positioning of newspapers is concerned, Jinghua Times and Beijing Evening News are positioned at the middle and lower readers-ordinary citizens. They not only pay attention to national affairs and international news, but also try their best to dig up stories in the streets and lanes, attach importance to entertainment, and subdivide the entertainment section into multiple pages, which fully meets the requirements of citizens for leisure and entertainment. More importantly, they took the route of low cost and low price, and a newspaper priced 0.5 yuan, which received the effect of good quality and low price, catered to the tastes of ordinary people and was welcomed by them. These newspapers have formed their own customer groups and controlled part of the market share.
The Beijing News takes the opposite path. It sees the gap in the market positioning of metropolis daily-middle and upper class readers, positioning themselves as a mature, distinctive, new and mainstream metropolis daily facing the city. It attaches importance to the depth rather than the breadth of news commentary, adds the fact edition and the economic edition, and publishes some articles that are more suitable for readers with a certain educational level to make in-depth analysis. Because of the high positioning, the cost price is also high. It uses better base paper than other urban newspapers, and the printing quality is obviously higher than other newspapers. Of course, the price is high: 1 yuan.
In terms of positioning, the Beijing News has a long-term vision. At present, Beijingers prefer to read newspapers such as Jinghua, because such newspapers suit their tastes, which is determined by their education level and quality, and is related to their personality, age and occupation. With the approach of the 2008 Olympic Games, Beijing is becoming more and more open, the economy is developing continuously, the quality of citizens will be improved, and the number of white-collar workers and intellectuals will also increase. The target audience of the Beijing News will greatly increase, and the prospects are promising.
In terms of pricing, 1 yuan newspaper is still a little expensive for ordinary citizens. Similarly, 1 yuan can buy two days of Beijing. Now there are some newspaper vendors who buy two and get one free. 1 yuan can buy three newspapers: Jinghua, Xinbao and Morning News! In contrast, ordinary people are discouraged from the Beijing News. But for upper-middle readers, the difference between fifty cents and one dollar is nothing.
In terms of communication, the Beijing News has also invested a lot. Because its investors are Guangming Daily and Nanfang Daily, with deep pockets, it adopted a "large-scale cut-in" approach, spent a lot of money and made great efforts, hoping to become an instant hit. Adopt interpersonal communication, mass communication and other ways, and combine high-end bombing with low-end infiltration.
Interpersonal communication refers to the information exchange activities between people and individuals. The interpersonal communication of The Beijing News is unique. One month before the newspaper was published, the newspaper recruited college salesmen for major universities in Beijing, and there were hundreds of them in Haidian District alone. These college students come from more than a dozen universities. The newspaper also gave them intensive training, publicized the idea of running the Beijing News, explained the layout characteristics in detail, and taught them the skills of selling the word 12-"say, read, stand, shout, greet, walk, laugh, listen and help". 165438+1October 10, these college students went to newsstands in the streets, hung banners and ribbons of the Beijing News and distributed leaflets. On June165438+1October1Sunday, they began to officially promote newspapers and spread the Beijing News with their good marketing skills and eloquence. This promotion has been going on for two weeks. The use of these high-quality talents is not only conducive to the propaganda of the Beijing News, but also expands the visibility and influence of the Beijing News among its target audience-high-quality college students, which can be described as killing two birds with one stone.
In order to seize the market, the Beijing News held various promotional activities continuously. For example, the use of holiday promotions: New Year's Day for three consecutive days to buy the "Beijing News" will be given a cleaning kit; Send chocolates on Valentine's Day; Weekend lucky draw ... In addition, Di Chin chocolate gift box will be sent to books and newspapers.
However, the Beijing News does have some flaws in its establishment and distribution, and there are also mistakes in its work:
First, the timing of publicity is not properly grasped. On the day the Beijing News was published, it was blocked by the Beijing Times. Jinghua Times has attracted many readers by buying and submitting ballpoint pens. The Beijing News only distributed leaflets the day before publication, and there were no gifts on the day of publication.
Second, the timing of promotion is not properly grasped. When the Beijing News realized its mistake early, it was too late to take remedial measures-not only on holidays, but also on weekends. There is a reason to send, and there is no reason to send. This gives people a kind of "how can this newspaper be promoted every day if it can't be bought?" A lot has been paid, but the expected goal has not been achieved.
Third, the omission of public relations work. The public relations work of the Beijing News in the early stage was not detailed enough, especially the relationship with post offices and retailers was not paid enough attention. As the government and the public, the post office is the manager of public affairs and the most powerful public force. Post office plays a vital role in the distribution and development of newspapers. All kinds of publications are distributed by the post office, and these publications can only be distributed after paying money to the post office. However, the Beijing News did not pay the money to the post office in time, which annoyed the post office. The post office sends people to the newsstand every three days to check whether the Beijing News is available. As a newsstand and newsstand retailer with retail interruption, it has important marketing and public relations promotion value, but it has not been paid enough attention. The reward given by Beijing News to retail stall owners is only to sell a newspaper to 0.2 yuan, while a newspaper like Jinghua Times in 0.5 yuan has to raise 0. 14 yuan. In this way, retailers lack the enthusiasm to promote the Beijing News. The Beijing News has lost an extremely important strategic sales channel. Later, although I heard that the commission was increased for retailers, I have missed the strategic period.
Summing up this case, we find that the positioning and the concept of running the Beijing News are correct, but we lack a comprehensive understanding of its public. In my opinion, the Beijing News should first do a good job in market research before publishing-not only analyze the target customer market, but also analyze the needs of the public; Not only should we analyze ourselves, but also our competitors. Do a SWOT analysis, list your strengths, weaknesses, opportunities and threats one by one, study them carefully, and decide such an important event as listing and issuing. How will my competitors react to my behavior? And how should I deal with it? If I check the gift-giving activities of the Beijing Times for me, I will give them to a higher level and in a wider range, beat my opponents and create a good start.
The Beijing News relies too much on capital strength and ignores some key factors in the public relations process. On the contrary, it wastes costs, gets twice the result with half the effort, and fails to achieve the expected results.
In terms of communication, the Beijing News should focus on the concept and purpose of running a newspaper and do a good job in image propaganda. As for the specific methods and means, we should combine various means of implementation. Material stimulation is necessary, but it also has its applicable stages and periods. The use effect of material stimulation is inversely proportional to the number of times of use, and excessive use is not conducive to the improvement of organizational image. In the long run, The Beijing News should make more efforts to publicize its image and content.
Seizing the opportunity is the key to the success of public relations activities. The implementation of public relations communication activities is a time-sensitive activity, and whether the opportunity can be captured correctly and timely is one of the important factors affecting the communication effect. The so-called timing refers to the opportunities brought about by time changes. The choice of opportunity, one is to accurately capture the opportunity, choose the appropriate time interval, and the other is to seize the opportunity without hesitation. Social organizations can choose to publicize the investment status, nature, concept, scale, product characteristics and technical strength of the organization to the public when they are newly established, so that the public can have confidence in the products and services of the organization and even the organization itself. It is natural to carry out such exchange activities at this time, which can leave a deep impression on the public and improve the visibility of the organization. Choosing the right time is a skill and method to carry out communication activities, but we should grasp the right time according to the local situation at that time and the goal of the whole public relations.
Evaluation is the last link of public relations activities, which can not be ignored. As a management method in modern society, public relations should be well designed. Scientific analysis and evaluation of work results is a necessary link in management. Therefore, it is necessary to summarize and evaluate the effect of public relations activities. The evaluation of the Beijing News should objectively and truly evaluate the omissions in the planning and communication activities, so as to serve as the basis for the follow-up public relations work and coordinate foreign public relations.
The Beijing News has just been published for less than half a year. If we can seriously sum up the gains and losses of these months and learn from the experience and lessons of future work, there will still be great development prospects and hopes with its strength.